The Play Label of Electronic Arts Inc. (EA) recently announced a partnership with the fashion retailer Claire's to promote an upcoming series of video games to be launched this October. “CHARM GIRLS CLUB, My Fashion Mall” is the name of this new series, and it will include four different games, targeted at young girls aged 8 to 12. The launch of the new series of video games will also be supported by a website.

Claire's is a leading retailer of inexpensive jewelry and accessories targeted at girls and young women. As Steve Seabolt, Vice President of Global Brand Development for EA, says, "the company is smart, global, forward-thinking, and have their fingers on the pulse of the tween girl audience.” The video game will feature a Claire’s storefront where players encounter different challenges in the virtual store. Players can add Claire's-branded charms to their virtual jewelry box. In addition, Claire’s will be promoted on the website dedicated to the new series of video games. In turn, Claire's will promote the video game on their global website by letting visitors play a mini-version of the game called “Accessorize It”, a preview of My Fashion Mall.
 
There is no doubt that the partnership with Claire’s will help EA increase brand awareness among their new target market— young girls. Claire’s will also benefit, by reinforcing their brand image as young, fun and innovative. This will help the accessories retailer to efficiently build their brand in the mind of young customers, which should be a good way to ensure customer brand loyalty as these consumers grow older. In other words, having a branded video game will build Claire’s brand equity by fostering esteem among the target audience.

Although jewelry and accessories for young girls and video games may previously have been thought of as very different industries, this cross-promotion could prove to be effective as the two partners share the same target market.